From the pre-sale sales of Li Jiaqi and Weiya, my point of view has been confirmed.
Li Jiaqi Weiya pre-sells 20 billion yuan a day: How is it done?
10 during the live broadcast on the afternoon of October 20th, 12.5 hours, the turnover of live broadcast rooms in Li Jiaqi reached106.5 billion yuan. Viya started broadcasting half an hour earlier than Li Jiaqi, and its daily turnover reached 8.25 billion yuan.
The pre-sale sales of the two head anchors reached 20 billion a day, and the peak traffic effect of the head anchors was obviously directly related to the collapse of Taobao server at that time.
The total daily turnover from the two-person live broadcast room is close to 654.38+09 billion yuan. What is this concept? Among more than 4,500 A-share listed companies, only 387 companies exceeded this figure last year.
Judging from the 20% draw, the two can earn 4 billion overnight. Even at a 50% discount, it can reach 2 billion.
According to the Statistical Report on the Development of Internet in China issued by China Internet Network Information Center, as of June 20021year, the number of live webcast users in China reached 638 million, including 384 million e-commerce users, accounting for 38% of the total number of netizens.
According to the total number of Taobao fans in Li Jiaqi and Viya1.41.30 million users, if the platform fans such as Tik Tok+ Little Red Book+Weibo are removed, the total number of fans in both places may be as high as 200 million.
According to the total scale of e-commerce live broadcast users, half of them may have been in the live broadcast room of two people, and most of them are already their fans.
This is a very terrible data. Because from the data point of view, the two have reached a de facto user monopoly in the e-commerce live broadcast industry. With the development of the live broadcast market, the Matthew effect of the foreseeable trend is prominent, and the two may account for more than half of the live broadcast e-commerce users.
Although there are a lot of doubts about the sales of the two people, even if the water such as the rate of return is squeezed out, it is still a huge number.
Generally speaking, their success comes from many aspects, one is the tilt of platform traffic, the other is the influence, popularity and fans accumulated by individuals, and the third is their innovative marketing and preheating gameplay, which are actually worth learning by other anchors.
For example, in this pre-sale, on the one hand, they innovated the commodity preheating mode and formed an effective social communication force-they all created a detailed list of double 1 1 explosions in the form of Excel documents, which formed an effective topic communication on social platforms and brought concentrated traffic.
On the one hand, it is the creation of content explosions.
In the * * * level of content dissemination, it is to plant grass for commodities through multi-platform and multi-content explanations in advance. For example, Viya's "double 1 1" preheating adopts the way of publishing "leaderboards" and short videos-on the one hand, it wastes goods in the form of pictures and texts, on the other hand, it wastes discounted goods in the form of commodity explanations and short videos of popular science classes before broadcasting, and comprehensively distributes goods on platforms such as Tik Tok, Weibo, and Mile Mile Mile.
As early as a few months ago, Li Jiaqi had planted grass for consumers through "Li Jiaqi Classroom" and "Li Jiaqi New Product Show" on multiple platforms.
Li Jiaqi's differentiated content explosion "All Girls' Proposal" became the key to turn the war around. It records how Li Jiaqi bargained with Guerlain, Shiseido, Bosideng, Huaxizi and other brands in order to win more double eleven discounts for "all girls". The whole negotiation process is full of tricks.